It’s officially Apple Watch launch day, and Apple has already started celebrating by debuting 3 new advertisements for the wearable. On its YouTube channel, the company posted new videos entitled ‘Rise,’ ‘Up’ and ‘Us,’ respectively.

The ads are a major departure from the ‘Reimagined‘ commercial Apple has been playing since March. Each one focuses on a tentpole feature—time, fitness and communication—and demonstrates them using real-world scenarios.

Rise

https://www.youtube.com/watch?v=qQcFvamzdno&spfreload=10

Up

https://www.youtube.com/watch?v=a8GtyB3cees&spfreload=10

Us

https://www.youtube.com/watch?v=x4TbOiaEHpM&spfreload=10

Apple has thus far had a hard time communicating exactly what the Apple Watch is, and why you need one, to the masses. It would appear that it’s trying to remedy that with these new ads, but only time will tell how effective they are.